BK318 - Digital Marketing Strategy and Planning

Unit Overview

Credit Points:Prerequisite:Co-requisite:Workload:
15.00BK210 Market ResearchN/A36 contact hours

Aims & Objectives

This is a third-year Core Unit in the Bachelor of Business (Digital Marketing).

The digital marketing strategy and planning unit will open your eyes to the fascinating world of digital business. It will provide you with ideas and insights into how you can effectively apply digital tools, techniques and channels to drive your new or existing business. The focus of this unit is on digital marketing strategy in a small or medium-sized organisation. This unit aims to make students broadly familiar with the frameworks, tools and methods to explore digital business opportunities, create a digital marketing strategy, plan new digital assets and make optimal use of digital marketing channels.

Unit topics include:

  • Transformation into a digital business
  • Digital strategy planning concepts
  • Trends and opportunities in digital marketing strategy
  • Optimisation, acquisition and retention
  • Content strategy and analytical reporting

Learning Outcomes

At the completion of this unit students should be able to:

  1. Understand the trends and opportunities in digital business. Where is the market going as a result of adoption of web, mobile and social media among consumers and businesses? Where are the opportunities?
  2. Analyse the tools and resources to research the digital marketplace and your own organisation’s place in it.
  3. Strategise the steps and method to create a digital marketing strategy.
  4. Justify the needs and importance of digital analytics, web and mobile user experience and contemporary design and development approaches.
  5. Understand the major digital marketing channels for branding, acquisition, retention and referral.

Teaching Method

Lecture: 2 hours
Tutorial/Workshop: 1 hour
Face to Face


Assessment TaskLearning Outcomes Assessed*Weighting
1. Formative assessment 0%
2. Contribution and Participationb-e10%
3. Digital Marketing Strategy and Implementation Report Draft [Group]a5%
4. Digital Marketing Strategy and Implementation Presentation [Group]d,e10%
5. Digital Marketing Strategy and Implementation Report [Group]a-e25%
Final Examination (3 hours)a-e50%
Total 100%

*refer to learning outcomes above.


Note: Students are required to purchase the prescribed text book and have it available each week in class.

Prescribed Text Book:

There is no prescribed textbook for this unit.

Reference Reading

  • Kingsnorth, S. (2016). Digital Marketing Strategy: An Integrated Approach to Online Marketing (4th ed.). Kogan Page.
  • Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing Strategy, Implementation and Practice (6th ed.). Pearson Ltd.
  • Ryan, D. (2017). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. (4th edition). Kogan Page.

Adopted Reference Style: APA can be found in MIT library referencing  

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicateIndependent and Lifelong LearningEthicsAnalytical and Problem Solving Cultural and Global AwarenessTeam workSpecialist knowledge of a field of study



Colour codingExtent covered
 The standard is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations
 The standard is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations
 The standard is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations 
 The standard is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by  activities such as lectures or tutorials
The standard is not considered, there is no theory or practice or activities associated with this standard